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Search Engine Marketing
 Search Engine Optimisation (SEO)
There are many factors which relate to how a website can be optimised to rank higher within the organic search engine results. These include the quality and quantity of site content, the specific coding and structure of pages, and external links which point to the website.
Benefits of Search Engine Optimisation
- Visitors from organic search engine results do not cost you a penny.
- The rankings a website achieves through SEO can continue for a long time after the work has been done.
- In the long term SEO can be more cost effective than PPC.
- Visitors are more likely to trust a website they find in the organic results, they feel it has been 'approved' by the search engine.
Disadvantages of Search Engine Optimisation
- There are over 8 billion pages in the search engine indexes with your position in the SERPs dependent on a constantly changing algorithm which is not published. As a consequence, the biggest disadvantage of SEO is a lack of control. You are subject to changes in the algorithm.
- In competitive sectors it may be very difficult to get listed in the top few results for competitive phrases.
- It is impossible to predict and guarantee positions and click volumes from SEO, because the impact of future changes to the algorithm is unknown. Also, you don’t know what your website competitors will be doing.
- If you do gain search engine rankings, you can expect to wait at least a month, and quite often much longer, before you see them.
Learn about Search Engine Optimisation Services >
Pay-per-click Advertising (PPC)
This form of advertising brings traffic to a website through visitors clicking on an advert, every time the advert is clicked a charge is made to the advertiser. The advertiser bids on certain keywords to bring only relevant traffic to their website. Through this process they can control the total level of their advertising budget.
Benefits of Pay-per-click Advertising
- Your website does not need to be changed or optimised in any way.
- You can start seeing results almost immediately. Depending on your bidding strategy, you can appear on the first page of Google in the top position within hours of activating a PPC campaign.
- You only pay when your advert is clicked.
- You can pick which keywords to bid on.
- The results can be tracked allowing continual improvements.
- You can choose the page that users are sent to.
- It is possible to target specific countries and regions.
- You can set your daily/weekly/monthly budget and rank highly for any keyword if your budget is large enough.
Disadvantages of Pay-per-click Advertising
- Once you stop spending, your advert will stop showing, there is no long term return for the expense.
- The more competitive the keywords, the more of a bidding war you can enter into. When someone bids a higher amount than your bid, your position will go down.
- A certain proportion of the clicks you receive and pay for, will be 'information seeking' clicks only.
- For maximum ROI PPC advertising requires a sound understanding of the processes and user interfaces, either via a steep learning curve for the website owner, or the cost of paying a search engine marketeer.
Learn about Pay-per-click Advertising Services >
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